The saying "people buy on emotion and rationalize with logic" has been around so long that people rarely question it.
But in content marketing, you need to question it. Otherwise, you run the risk of either not providing people the right information or—worse—alienating your audience.
The idea that people buy solely on emotion is old-school selling. Nowadays, buyers are running the show more than ever. Selling solely on emotion can make you come across as condescending and slimy.
It's obvious that emotions are big motivators for people making purchases. After all, we're human and emotions are a large part of how we operate. However, they're not the only part. We're not just emotional; we also have the capacity to think and question.
Under old-school selling, people felt manipulated—which is why they started turning to the Internet and to friends for answers rather than engaging with salespeople.
So, what's a better way? When you start to realize that people use both emotion and logic in making buying decisions, you can start creating much more powerful content marketing materials that really serve your buyers.
Better yet, when you understand how emotion and logic function within your buying cycle, you have the framework for creating not just good content but also great content marketing strategy.
That framework helps you to know what kind of content to produce, how to capture and keep people's attention, and even what formats to use for your marketing and when. You can create great content that provides people with what they need at each stage of your buying cycle.
Catherine Sherlock (Sherlock Ink) is a communications professional and sustainability (CSR) strategist who revels in working with companies seeking to make the world a better place. Her specialties include storytelling, content marketing, and purpose-based consulting. Contact her for a complimentary consultation on your content or sustainability strategy.
LinkedIn: Catherine Sherlock